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Image: Flickr - Marcin Ignac
Dan Shust - VP, RESOURCE Lab
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EXPERIENCE REWIRED
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con·textThe set of circumstances or facts that surround a particular event, situation.
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THE END OF ASSUMPTIONSThere is an “opportunity to deliver services and marketing with unprecedented precision and accuracy, meeting and exceeding customer expectations in extraordinary ways at every turn.”
HBR - Use Big Data to Predict Your Customers' Behaviors
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Maturing of Social Data
Contextual SDKs
Always Connected Sensors
Exponential Sharing
Increasingly Mobile
Brand Oscillation
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Consumer Behaviors Technology Enablers
Contextually driven experiences will increase ROI and
customer brand loyalty.
What It Means
5
Maturing of Social Data
Contextual SDKs
Always Connected Sensors
Exponential Sharing
Increasingly Mobile
Brand Oscillation
CONTEXT NOT OPTIONAL
Consumer Behaviors Technology Enablers
Contextually driven experiences will increase ROI and
customer brand loyalty.
What It Means
6
Maturing of Social Data
Contextual SDKs
Always Connected Sensors
Exponential Sharing
Increasingly Mobile
Brand Oscillation
CONTEXT NOT OPTIONAL
Consumer Behaviors Technology Enablers
Contextually driven experiences will increase ROI and
customer brand loyalty.
What It Means
7
Maturing of Social Data
Contextual SDKs
Always Connected Sensors
Exponential Sharing
Increasingly Mobile
Brand Oscillation
CONTEXT NOT OPTIONAL
Consumer Behaviors Technology Enablers
Contextually driven experiences will increase ROI and
customer brand loyalty.
What It Means
8
Maturing of Social Data
Contextual SDKs
Always Connected Sensors
Exponential Sharing
Increasingly Mobile
Brand Oscillation
CONTEXT NOT OPTIONAL
Consumer Behaviors Technology Enablers
Contextually driven experiences will increase ROI and
customer brand loyalty.
What It Means
9
Maturing of Social Data
Contextual SDKs
Always Connected Sensors
Exponential Sharing
Increasingly Mobile
Brand Oscillation
CONTEXT NOT OPTIONAL
Consumer Behaviors Technology Enablers
Contextually driven experiences will increase ROI and
customer brand loyalty.
What It Means
10
Maturing of Social Data
Contextual SDKs
Always Connected Sensors
Exponential Sharing
Increasingly Mobile
Brand Oscillation
CONTEXT NOT OPTIONAL
Consumer Behaviors Technology Enablers
Contextually driven experiences will increase ROI and
customer brand loyalty.
What It Means
11
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MARGARET STEWARTFacebook - Director of Product Design
“When you put information about yourself out there, that’s a transaction. You need to feel that you’re getting
something back in return.”
MAKING IT WORTH IT
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TEMPERATURE
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TACO BELL
TEMPERATURE
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WEATHER
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ABERCROMBIE16
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LOCATION
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WALMART18
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OPEN GRAPH
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ETSY20
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AMBIENT SOUND
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MINDMELD
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AMBIENT SOUND
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MINDMELD
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FACIAL RECOGNITION
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RESOURCE LAB
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RESOURCE LAB
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LOCATION, IMAGE RECOGNITION,PAST BEHAVIOR
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COMMONWEALTH BANK29
LOCATION, TOUCH, INTEREST, ETC.
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SHOPPERCEPTION
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Be aware of the importance of advanced context and how it can be used in real-time to create more personalized brand experiences.
WINNING IN A CONTEXT DRIVEN WORLD...
1.
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Identify the most important contextual variables for your brand/product based on business needs, etc. Remember, this is a contract with the user. What are you giving in return?
2.
WINNING IN A CONTEXT DRIVEN WORLD...
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Select the existing or planned experiences that could benefit the most from contextual enhancement.
3.
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Test integration of individual contextual variables in the lowest impact method possible before full integration or adding multiple variables.
4.
WINNING IN A CONTEXT DRIVEN WORLD...
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Have fun and lean forward! It’s going to be an exciting era for marketers.5.
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WINNING IN A CONTEXT DRIVEN WORLD...
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The Power of SimpleSimple interfaces, complex functions
Context Not OptionalPersonal, predictive consumer experiences
Everywhere CommerceShopping anything, anywhere, anytime
Retail RewiredBlurred channels, seamless engagements
The Fine-Tuning of SocialPastime concentration, network calibration
Mass IndividualityUser-proposed, -customized and -generated
Loyalty PlaysReal-time relevance, tracking and rewards
Mobile SuperpowersDigitally enhanced senses and insights
TomorrowlandConnected, social devices
DIGITAL TRENDS BRIEFING 2013
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The Power of SimpleSimple interfaces, complex functions
Context Not OptionalPersonal, predictive consumer experiences
Everywhere CommerceShopping anything, anywhere, anytime
Retail RewiredBlurred channels, seamless engagements
The Fine-Tuning of SocialPastime concentration, network calibration
Mass IndividualityUser-proposed, -customized and -generated
Loyalty PlaysReal-time relevance, tracking and rewards
Mobile SuperpowersDigitally enhanced senses and insights
TomorrowlandConnected, social devices
DIGITAL TRENDS BRIEFING 2013
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For more information about the ResourceLAB contact:
Dan Shust, Vice President – [email protected]: @getshust
THANKS!
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